Soapbox Engage Blog

It. Is. On. There are only 27 days until we reach what has become one of the biggest fundraising days in the year, for nonprofits of all sizes - #GivingTuesday. In 2017, organizations raised $300M+ online in one day, through 2.5M gifts from people in 150 countries around the world. The numbers keep growing every year as this annual giving day has become nearly the official launch of the end-of-year giving season for charities big and small.

Are you ready for it?!

Let’s take a step back though -- this post isn’t just about if you’re ready for #GivingTuesday. What we really want to know is -- what are you doing after November 27? How are you using #GivingTuesday as a jumping off point for your overall EOY fundraising strategy?

If your answers to these questions are “I don’t know” or “I’m not sure,” don’t worry -- we’re here to help. Because we want to make sure that all the work you’re putting into this one day isn’t over at midnight; we want you to reap the benefits through December 31 and beyond. There are a few ways you can take advantage of #GivingTuesday and all the attention it garners and use that goodwill within your community to keep the good going through the end of the year. Here are a few ideas:

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Make Use of the Spotlight

What better day to make a big announcement, share important news, or surprise your supporters with a cool new initiative? The nonprofit world is abuzz on #GivingTuesday, and the media and the public are paying attention. People are literally waiting to donate on this day -- so it’s your chance to make the most of it. Here are some ways your organization can steal the spotlight:

• Launch a major initiative or project with a big-name partner or celebrity ambassador. #GivingTuesday is the perfect day to bring in a lot of donations on day 1!
• Announce inspiring or fantastic news related to your nonprofit. Share a success story that will inspire your community to donate as a congratulatory gesture.
• Set up media opportunities with your leadership, local supporters, or other VIPs within your community to share the good work you’re doing -- this is exactly what press is looking for at this time of year.

Share New Messaging

Again, #GivingTuesday can be a great opportunity to launch revamped messaging or a new theme for the next few months, perhaps that goes beyond EOY. If you’re looking to get a head start on 2019, now is your chance when your message will be most amplified.

• #GivingTuesday abounds with partnership opportunities. How can you leverage a partner with big reach to help share your new message/theme/narrative?
• Because people are used to getting more frequent communication during EOY, you can test out variations of your content and talking points in a variety of ways, and sharpen it for your big push near December 31.

Use Data to Drive Your Fundraising Strategy

If you were waiting for a good time to test some new approaches to fundraising appeals or donor segmentation, this could be a good time, because people are ready to give more than any other time of year. How can Salesforce and Nonprofit Soapbox help you to dig into your donor database for #GivingTuesday and into the rest of the year?

• Run a report for lapsed donors and send them a special series of fundraising emails, starting with #GivingTuesday and ending December 31. Show them why you need them again at this time of year.
• Depending on what your ask is for #GivingTuesday, run reports to find who donated to similar campaigns or appeals in the past, and remind donors of that when you craft messaging for them this year.
• Who are your donors that ONLY donated on or around December 31? See if you can bump them up to a #GivingTuesday gift, and encourage them to give again at their usual time.

While you may do something fun or different for #GivingTuesday, whether it’s a special event, a big matching campaign, or one-time partnership, there are many ways you can keep the momentum and messaging going for the weeks following the big day. Don’t assume that people will give once and then not again (again, run the numbers -- who has done it before?); make sure your fundraising strategy has legs to last into the new year, and make sure your community sees the connection.

Good luck!